Kendrick Lamar has made history by becoming the first musician to be featured in a Gatorade commercial, marking a major milestone for both the artist and the iconic sports drink brand.
The award-winning rapper stars in Gatorade’s latest campaign titled Lose More. Win More., which debuted on Friday 18 April.
In the powerful advert, Kendrick delivers an impassioned motivational speech that runs throughout the commercial, set to the beat of his GNX track “Peekaboo.”
The ad also features high-profile cameos from top athletes across the sporting world, including NBA stars Luka Dončić and Jason Tatum, along with WNBA players A’ja Wilson and Caitlin Clark.
“How much are you willing to lose?” Kendrick asks as the commercial begins, before recounting Gatorade’s legacy which started with the 1965 University of Florida football team.
In a striking final shot, the rapper closes out the ad with orange-coloured sweat rolling down his face, a symbolic nod to the brand’s iconic sports drink.
Gatorade’s Chief Brand Officer Anuj Bhasin spoke to Sports Business Journal about the choice to feature Kendrick, explaining that the rapper was selected “because of his mindset of hard work, resilience and pushing boundaries.”
The campaign also aims to connect more deeply with younger audiences, and Kendrick’s inclusion signals a fresh direction for the brand’s storytelling.
This high-profile partnership comes just ahead of Kendrick Lamar’s upcoming Grand National Tour alongside fellow star SZA.
The massive North American and European tour begins on 19 April in Minneapolis and will span 39 dates before concluding on 9 August in Stockholm, Sweden.
Major stops along the way include MetLife Stadium in East Rutherford, New Jersey, on 8 and 9 May, and SoFi Stadium in Inglewood, California, on 24 May.
DJ Mustard will serve as the tour’s opening act, continuing his recent string of collaborations with Lamar. The two previously shared the stage during the Super Bowl LIX Halftime Show, where Mustard made a surprise appearance during their joint track “tv off.”
Watch the new Gatorade advert featuring Kendrick Lamar below.
